Commercial Engagement

July 21, 2012

See also: Engagement, Commercial Retention

CIMM DEFINITION: The amount of attention and involvement a viewer gives to an advertisement. The greater the attention and involvement, the more likely that viewer will retain memories and will feel more predisposed to that product that is advertised.

2: The ability of an interactively enhanced commercial to engage the viewer sufficiently for the viewer to interact with the commercial via the Remote Control. Measured in AdWidgets via the Remote Clicks metric. (Source: FourthWall Media)

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

Commercial Engagement

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